3. The Collapsing Sales Funnel

Just as consumers have evolved in response to mobility, the ways in which humans do business is also changing. In a widely cited statistic from Google’s Zero Moment of Truth, the number of pieces of information that the average consumer consults before making a purchase doubled in just one year-from just over five in 2010, to more than 10 in 2011.1 The reason is pretty simple, and it’s the same reason behind the sharing of selfies discussed in the previous chapter: Because we can.

1. Jim Lecinski, Winning the Zero Moment of Truth, http://www.thinkwithgoogle.com/collections/zero-moment-truth.html

There has been a lot of discussion around the concept of showrooming, the phenomenon by which a consumer visits an offline ...

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